Added to the LOriental newsroom archive in October 2026
El Bawady commissioned LOriental to develop and produce 10,000 mini feteer meshaltet bites for a nationwide molasses-sampling activation on 18 February 2022. Distributed across major malls over several days, the concept translated the familiar Egyptian pairing of feteer and molasses into a convenient individual tasting.
El Bawady commissioned LOriental to develop and produce 10,000 mini feteer meshaltet bites for a nationwide molasses-sampling activation on 18 February 2022. Distributed across major malls over several days, the concept translated the familiar Egyptian pairing of feteer and molasses into a convenient individual tasting.
Each bite-sized piece of feteer was individually wrapped and paired with a small tasting cup of El Bawady molasses. The format gave shoppers a recognisable way to experience the product while allowing the campaign to distribute consistent samples across multiple locations.